Website Design

1. Branding, Responsive Website & Marketing

Client: Great Circle Productions

The Problem: A new performing arts nonprofit that needs to establish an identity for themselves and tell an engaging story about their first product (a musical theater play) and effectively use these elements for promotional & fundraising opportunities. Branded the NYC org and their first show. Created a responsive website introducing the org, artists/creatives and showed the value of their work to persuade key audience (45-54 year old’s & older) to support them by signing up for their E-Newsletter and donating online and offline.

HOMEPAGE DESIGNS, DESKTOP & MOBILE.

Website Design

2. Solution

Brand Org & Show: Created an engaging story about who they are, what they do and the value of their work. (NNGroup)

Improve Site Accessibility: Designed for middle age+ users (NEA Survey) with declining vision who need more time to understand pages (NNGroup). Used larger fonts (14px), better color contrast: dark text on white background. For Desktop Viewports: Designed text to fit narrow columns to create more white space. For Desktop, Tablet & Mobile: Used accordian UI components to hide & reveal & better organize lengthy content.

Improve Nonprofit Site's Content Usability: Presented content clearly & developed easy navigation. (NNGroup)

Encourage E-News Sign Up & Donating : Created clear user sign up and donation journeys shown here. (NNGroup).

Website Design

3. Outcomes

Increase Donations: Website launch with Kickstarter Campaign raised $7,147 (asked for $5,000). Live Preview Event raised $12,000.

Customer Acquisition (online & offline): Kickstarter 51 users. Preview Show 140 users. Off-Broadway Show: 292 users.

Email Marketing (E-News): Average open rate 47.6% vs. industry average (Arts & Artists) 21.3%. Click rate: 12.7% vs. Industry average 2.4%.

Website Design

4. Role: Product Designer & Marketing

Business Research: Interviewed owner/exec. dir. & conducted competitive analysis.

User Research: Identified target audience (NEA Survey), website usability, accessibility for middle age & older users, usability for designing nonprofit sites (NN Group).

Developed Content Strategy with Team: Designed brand & visual design systems for all touch points online & off.

Selected Web Tech (CMS, Bootstrap) to build site with remote programmers.

Developed & Designed: IA, wireframes & UI for responsive website.

Project Managed: Website built with team.

QA The Site to ensure the functional components and layout could be read across browsers and devices.

PRODUCT MARKETING: BRANDED DIGITAL E-NEWSLETTER. ORG'S LOGO DESIGN.

Website Design

5. Who I Worked With

Business Owner/Artistic/Exec. Dir. and associate dir.

Live Events: Artistic dir., play writer, director, music composure & PR.

Website Tech (programmers): Recruited, hired and worked with remotely.

Digital & Print Content Creators: Editor/writer, director, PR & videographers.

Production Vendors for digital marketing (ADs, Social Media) & print marketing, etc.

PRODUCT MARKETING DESIGN: BRANDED DIGITAL AND PRINT MARKETING FOR SHOW (POSTERS, INVITES & BROCHURES).

Website Design

6. Product Marketing

DESIGNED THESE FUNDRAISING GIVEAWAYS. THESE DOUBLE-SIDED CABINET CARDS ARE INSPIRED BY THE PHOTOGRAPHIC WORK OF GURNEY AND SON IN 1866. THEY SHOW EDWIN BOOTH AND HIS FAMILY: THE CHARACTERS FROM THIS SHOW.

Website Design

7. Product Marketing

PRODUCT MARKETING DESIGN: BRANDED DIGITAL E-NEWSLETTER & SOCIAL MEDIA.